Analysing the Factors Affecting Customer Loyalty in E-Commerce in Vietnam

The research, empirically, is to identify the determinants of customer loyalty in e-commerce in Vietnam from their perspective, using statistical method. Additionally, the research also examines differences in consumers’ loyalty perceptions between various demographic groups. Using quantitative research with 476 millennial customers adopting Structural Equation Modelling, the research shows the causal links of website quality, price, perceived value, and perceived switching costs as the measuring variables toward satisfaction and trust, and fortifying loyalty. The empirical findings confirm the correlation of satisfaction and trust, satisfaction and loyalty, and trust and loyalty. Website quality has slight influences on satisfaction and trust, and qualified influence on loyalty. Price shows its impact on loyalty but not satisfaction or trust. Perceived value has limited meaning in fostering either satisfaction, trust, or loyalty. And perceived switching cost is confirmed to have influence on satisfaction and loyalty. The measurement model deletes the presence of customer commitment in the circle of associations. Considering antecedents of loyalty, system quality, informational quality, service quality, price, switching costs and promotional programs affect customers’ intention to spread WOM. And, website quality, price, and switching costs have significant impact on their intention to repurchase. As differences in consumption behaviours between demographics groups, female customers and married ones with children tend to demonstrate a stronger intention to spread WOM, repurchase and attitudinal loyalty. Meanwhile, there is no evidence to support significant differences between age or income groups in relation to loyal behaviour. This research contributes to the body of literature by adding new insights into the existing knowledge of e-loyalty, in an emerging and unexplored market. It also contributes to explaining the social reality by theoretical and practical implications for better improving customers’ e-loyalty in the ecommerce landscape.

Name dc:type.qualificationname

dba

Level dc:type.qualificationlevel

doctoral

Grantor dc:publisher.institution

University of Wales Trinity Saint David

Year dc:date.issued

2021

Author dc:creator

• Nguyen, Thuy Linh

• HF Masnach

Dc Identifier Grantnumber

UWTSD

OAI identifier oai:identifier

oai:repository.uwtsd.ac.uk:3151